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INTERNATIONAL MARKETING MANAGEMENT

COURSE OUTLINE FOR MBA (IB, IBF, GLSCM) 2013-15.

I I I TRIM ESTER

COURSE CODE & TITLE : 304/ International Marketing Management

CREDITS : 3

COURSE INSTRUCTOR : Dr. Shahazadi Shaik

I. Course Description:

The global markets are expanding rapidly touching the realms of economies across the

globe. The scope of global marketing, needless to say, is at the pinnacle engulfing countless

diversified, competitive and innovative products/services/events and experiences each day. With

the global customer at the centre stage, marketing strategies of global organizations are

undergoing dynamic changes to grab a share of the pie. All this within the diverse economic,

social and political environments of host and home economies is what makes this subject

interesting, informative and prescriptive.

Primarily aimed to equip the students with critical perspectives of the international

marketing scenario, the course familiarizes them with international marketing mix strategies

employed by firms and conglomerates. The students would also be exposed to various

international trends and marketing practices to enable a better understanding of the subject.

Throughout the course an emphasis is placed on an integration of theoretical concepts and real

market situations.

P.S. The students are expected to be thorough with fundamental Marketing Management

concepts.

II. Course Objectives:

This course has been designed to equip the students with the perspectives and strategies in thearea of international marketing. The broader objectives are to:

Provide an understanding of the international marketing environment Help in analyzing the complex global markets

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Familiarize development of global competitive and cooperative strategies Equip with skills in framing marketing mix strategies Update international marketing trends and practicesIII. Evaluation: 100 Marks

1. Mid exam 20 marks2. Case Analysis and Presentation (Team Presentations) 10 marks3. Class Test 10 marks4. Market study and presentation 10 marks5. Trimester End examination: 50 marks

IV. Course outline: (30 hours)

Module 1: Internationalization Decisions (7 sessions)Session 1: Opening Case: Globalizing Business: A case study of Arcor in Latin America

and overview of the Module

Session 2: Perspectives of Global MarketingSession 3: Internationalization Perspectives and Theories

Session 4: Firms International CompetitivenessCase 1: Google: The Next 20 Billion Dollars Question (Lee & Carter)

Case 2: Bridgestone Tyres: European Marketing Strategy (Hollensen & Banerjee, pp.133)

Case 3: OneCafe: A born global penetrates the coffee industry (Hollensen & Banerjee,pp.139)

Module 2: Global Market Selection and Entry (8 sessions)Session 1: Opening Case: Reliance Entertainment- Local and global acquisitions

Session 2: Global Marketing ResearchSession 3&4: Global Environmental Analysis: E, P, L&R, S&C

Session 5: Global Market Selection Process- STPCase 1: Shanghai Jahwa Cosmetics- the seed of a global giant (Lee & Carter, pp.210)

Case 2: IMAX Corporation (Hollensen & Banerjee, pp.412)

Mid-Exam- 1 session

Module 3: Developing Global Marketing Strategies (6 sessions)Session 1: Opening Case

Session 2: International Market Entry modes and Strategies

Sessions 3-5: Global Marketing Mix StrategiesCase 1: eBay, Inc. (Albaum & Duerr, pp.88)Case 2: Bokhara Palace Industry (Hollensen & Banerjee, pp.597)

Class Test

Module 4: Implementing and Coordinating the Global Marketing Programme (4 sessions)

Sessions 1: Opening Case: Mecca Cola

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Session 2: Cross-Cultural Issues in Global MarketingSession 3: Organization and Control of the global marketing programme

Case 1: NTT DoCoMo: Using a strong domestic position as a basis for internationalexpansion (Hollensen & Banerjee, pp.709)

Case 2: The global thirst for bottled soft drinks (Lee & Carter, pp. 493)

Module 5: International Marketing Trends and Practices (4 sessions)Session 1: Opening Case: Sonic Innovations: Online Sales in Europe

Session 2: Global e-marketing

Session 3: Other trends in International MarketingCase 1: Formula One: The brand that drives the worlds fastest cars (Lee & Carter, pp.

317)

Case 2: Philips Shavers (Hollensen & Banerjee)

Prescribed book:Global Marketing by Svend Hollensen & Madhumita Banerjee, fourth edition, 2013, Pearson

Education

Additional readings:

1. Global Marketing Management by Kiefer Lee & Steve Carter, 3rdEdition, OxfordUniversity Press

2. Global Marketing Management by Warren J Keegan & Naval K Bhargava, PearsonEducation.